Aviva

UX writing + content design + copywriting

Using content design to solve the problems of user drop-off, retention,
and cognitive overload in a pension transfer journey.

Pensions are notoriously confusing and daunting. Many people are hesitant to engage with the subject on any level, especially if that means making a change that could incur risk. Financial literacy and confidence are key barriers to action.

To help customers feel more confident in their financial decision-making, I worked with the Ustwo x Aviva
team to refine and redesign their pension transfer journey to reduce drop-off and increase engagement.

The work

Convincing customers to transfer their pension from one provider to another requires clarity, reassurance,
and trust.

Our goal was to make every customer feel good about transferring their pension to Aviva while improving financial accessibility.

Goals and deliverables:

• Conduct research and usability testing to solve the problem of drop-off and poor engagement.

• Redesign the SIPP (self-invested personal pension) transfer journey to make it easy, accessible,
  and effective.

• Identify opportunities to reduce friction and cognitive overload.

• Reframe the language of risk.

• Improve the clarity and tone of all written content.

• Identify a strategy to provide greater access to information in-situ.

• Develop a new approach and writing guide to using language that works for new and experienced investors.